Consumer Behaviour and Customer Attitudes to Buying Music

This research study explores the consumer behaviour and attitudes towards purchasing music in the UK. It examines the factors affecting consumer behaviour and provides recommendations for the music industry to enhance customer behaviour.

Running head: CONSUMER BEHAVIOUR AND CUSTOMER ATTITUDES TO BUYING
MUSIC
Consumer behaviour and customer attitudes to buying music
Name of the Student
Name of the University

2
CONSUMER BEHAVIOUR AND CUSTOMER ATTITUDES TO BUYING MUSIC
Table of Contents
1. Introduction..................................................................................................................................3
1.1 Background............................................................................................................................3
1.2 Problem Statement.................................................................................................................3
1.3 Aim, Objectives and Questions.............................................................................................4
1.4 Research Structure.................................................................................................................5
2. Literature Review........................................................................................................................6
Consumer Behavior.....................................................................................................................6
Music as a product.......................................................................................................................6
Factors affecting consumer behavior...........................................................................................7
3. Research Methodology................................................................................................................9
Gantt chart.....................................................................................................................................11
References......................................................................................................................................14

3
CONSUMER BEHAVIOUR AND CUSTOMER ATTITUDES TO BUYING MUSIC
1. Introduction
1.1 Background
Consumer behavior has been a critical topic for research for accelerating diffusion of
customer purchasing behavior in the market. Music industry has been positively affected by the
technology in the market (Myrthianos et al. 2016). Recently, music has been an important
product for human beings. Music has been analyzed as a product in marketing and affecting
consumer behavior in the market. Music has been gaining attention in the digital world (Bischof,
Boettger and Rudolph 2018). There has been great change in the quality of music with the
implementation of new technologies in the music industry. The culture of music from slow to
rock music has been creating opportunities for millions of artists in this field. Music industry has
been now targeting youth professionals and youth market. The UK music industry has been
facing tremendous transformation in the market. Music quality has been increased in the country
(Arli, Tjiptono and Porto 2015). Music industry has been changing with the youth personality
and demand in the market. Consumers have been main part for any company in the market.
Therefore, there have been various approaches of companies that have been based on behavior of
customers in the market. In 2014, the total revenues of the music recording industry worldwide
were 15 billion US dollars. For the first time in history, the sales from digital and physical sales
contributed to the same percentage (46%) of the total music sales (Dilmperi, King and Dennis
2017).
1.2 Problem Statement
The primary issue has been decrease in the sales of music with the change in the digital
era. Therefore, the business models of different companies in the music industry has been facing

4
CONSUMER BEHAVIOUR AND CUSTOMER ATTITUDES TO BUYING MUSIC
challenges with new source of revenue. Music companies are unable to understand the consumer
behavior and attitude in purchasing of music on the UK industry. Therefore, it has been essential
for identifying the current attitudes of consumer in the music industry.
1.3 Aim, Objectives and Questions
The aim of the research is to identify the consumer behavior and attitude towards
purchasing of music in the UK.
Following are objectives of the research:
 To identify consumer behavior and attitude in purchasing music in the UK
 To analyze problems faced by the music industry in the UK?
 To recommend strategies for mitigating these challenges and enhance customer behavior
towards purchasing music in the UK
Following are the research questions:
 How is the consumer behavior and attitude in purchasing music in the UK?
 What problems are faced by the music industry in the UK?
 How these challenges in music industries can be mitigated?

5
CONSUMER BEHAVIOUR AND CUSTOMER ATTITUDES TO BUYING MUSIC
1.4 Research Structure
Figure 1: Research structure
(Source: Created by Author)
1. Introduction
2. Literature Review
3. Research Methodology
4. Data Findings and Analysis
5. Conclusion and Recommendations

6
CONSUMER BEHAVIOUR AND CUSTOMER ATTITUDES TO BUYING MUSIC
2. Literature Review
Consumer Behavior
As commented by Bacache-Beauvallet, Bourreau and Moreau (2015), consumer
behavior is the study of procedures that are interlinked when a consumer decides to purchase any
product or service from the market. It deals with the desires and needs of the customers for
purchasing any product. The behavior of consumers have been changing with period of time
(Culiberg et al. 2016). There has been drastic change in the behavior of customers in the music
industry. Music industry has been itself changing within the change of age (Parry et al. 2016).
The taste of people in listening music has been changed in the digital age. Therefore,
environment has been creating huge impact in the change in behavior of consumer in the music
industry. The culture of music keep on changing with change in diversity. As mentioned by Ahn
and Back (2018), various researches have shown that music can be used for setting up a right
environment for consumer for purchasing. Digitalization has a great impact on the music
industry in recent two decades. The behavior of consumer has been different than that of thirty
years ago.
Music as a product
As commented by Hudson et al. (2015), music can be represented as a product in the
market that help in relaxation purpose. However, music started as a service and always
experienced live performance in earlier days. However, after recording systems, it has become a
product and started sales of cassettes and music player (Arli et al. 2017). It has become a form of
art of various people to listen and buy music from music companies. There have been huge
change in the music industry with the change of time. The culture of music from slow to rock

7
CONSUMER BEHAVIOUR AND CUSTOMER ATTITUDES TO BUYING MUSIC
music has been creating opportunities for millions of artists in this field. Music industry has been
now targeting youth professionals and youth market (Davies et al. 2015). Various young
professionals have been showing their talent in the music industry. As argued by Pai and Chie
(2017), music industry has been facing challenges with these changes in the market. Music
recordings have been losing their selling value, as a result concert ticket prices has been
increasing (Borja and Dieringer 2016). Many music bands have increased their selling price in
the market as the demand of customers have been changing. These music bands have not yet able
to change their genre pf music with change in the customer behavior in the market.
Factors affecting consumer behavior
There have been various factors affecting consumer behavior in the market:
Cultural factors: Culture has been based on set of basic values and perception of
individuals. Culture has been a part of various society and has been an important cause of
individual for buying anything (Borja, Dieringer and Daw 2015). The culture in the music
industry has been changing with the change in time and period. Therefore, the culture of
consumer has been changing with the change in the market. This has been affecting behavior of
consumer in the market before purchasing any music product.
Social Factors: Social factors have been related to individuals and groups around them in
the society. Reference groups have been modifying changes in the music industry in the market.
Individuals have been affected by the reference groups around them related to the music (Casidy,
Lwin and Phau 2017). They might prefer specific music genre and provide reference to other
individuals. This has been afafecti8ng the consumer behavior in the music industry.

8
CONSUMER BEHAVIOUR AND CUSTOMER ATTITUDES TO BUYING MUSIC
Personal factors: Personal factors have been also affecting consumer behavior in the
music industry. There are several personal factors including age, occupation, lifestyle and
economic situation. These personal factors have been different for different individuals (Horner
and Swarbrooke 2016). Music culture has been different for different age group of people.
Young people have been targeted by music industry in digital era (Wikström and DeFillippi
2016). Therefore, old people have different culture of music in the society. Occupation has been
playing an important role in the behavior of customer. Various individuals have different
occupational status that decide their behavior of purchase of music (Wong et al. 2015).
Occupational status of individual has been defining the behavior of customers as they might buy
high quality music form companies in the market.

9
CONSUMER BEHAVIOUR AND CUSTOMER ATTITUDES TO BUYING MUSIC
3. Research Methodology
Research methodology has been a scientific method for progressing in a research study.
The use of methodology has been helping in identifying various scientific process for continuing
in the study in a proper manner. This research will select quantitative research technique for
identifying various components in the UK music industry (Casidy, Phau and Lwin 2016). The
research will select positivism research philosophy. Positivism philosophy deals with creation of
hypothesis based on scientific analysis of customer behavior in buying music. This research will
be depended on the creation of hypothesis based on the research topic. There are two types of
research approach including deductive and inductive approach (Jalilvand et al. 2017). This
research will use deductive approach for analyzing the behavior of consumer in the UK music
industry. Deductive research approach has been depended on the objectives of the research that
are initialed in first chapter. It helps in focusing on goals and objectives of research so that a
proper analysis of the components of the UK music industry can be done.
Research design can be categorized into three types including exploratory, explanatory
and descriptive research design. Exploratory research design deals with exploring new
knowledge and elements of consumer behavior and attitude towards purchasing music (Ballouli
and Heere 2015). Explanatory research design focuses on the explaining existing information
about consumer behavior and attitude towards purchasing music. However, both of these
researched designs are unable to provide proper conclusion to their analysis related to topic
(Hampton-Sosa 2017). Therefore, research will use descriptive research design in order to
provide descriptive analysis of the factors affecting consumer behavior and attitude towards
buying music.

10
CONSUMER BEHAVIOUR AND CUSTOMER ATTITUDES TO BUYING MUSIC
Data collection method has been an important part as without data, research cannot be
proceeded. Data collection method are of two types including secondary and primary data
collection method. Primary data collection method has been focused on the raw data and
information related to the consumer behavior and attitude in buying music. Primary data
collection method deals with numerical data and information (Green, Sinclair and Tinson 2016).
Secondary data collection method deals with data collection from secondary sources including
online journals, articles, books and government databases. However, primary data collection
method will be selected in the research as there is a requirement of numerical data and
information. Primary data collection will be done by organizing online survey with participants
(Carlson, Rosenberger III and Rahman 2015). 10 close-ended questions will be included in
survey questionnaire. These survey questionnaire will be created using google forms and
uploaded over the internet. The population of the research will be 250 customers habitual of
listening music in the UK. However, the sample size for the research will be 100 music listening
customers in the UK (Arli and Tjiptono 2016). Simple random nonprobability sampling method
will be used for creating the sample size for the online survey.
Data Analysis method are of two types including quantitative and qualitative data
analysis method. Quantitative data analysis method will be selected in this research. Quantitative
data analysis deals with primary data collection method (Riaz et al. 2017). The researcher will
use Likert Scale ranging from 1 to 5 for analyzing collected data and information from
participants in the online survey. The outcomes and results of the data analysis will be
represented using charts, graphs and tables.
The researcher will follow all the ethical norms and considerations in an academic
research. Data and information of the research will be kept secure under the Data Protection Act

11
CONSUMER BEHAVIOUR AND CUSTOMER ATTITUDES TO BUYING MUSIC
1998 (Jaafar et al. 2016). Personal information of survey participants will not be used in the
research without their permission. Data and information will not be changed or manipulated
during analysis.
Gantt chart
Task Name Duration Start Finish
Consumer behavior and customer attitudes to buying
music 93 days Mon 6/4/18 Wed
10/10/18
Study Initiation 11 days Mon 6/4/18 Mon 6/18/18
Study Requirements Analysis 2 days Mon 6/4/18 Tue 6/5/18
Approval of Research Topic from Supervisor 1 day Wed 6/6/18 Wed 6/6/18
Development of Research Plan Charter / Document 2 days Thu 6/7/18 Fri 6/8/18
Development of Research Framework 4 days Mon 6/11/18 Thu 6/14/18
Prepare Draft Research Proposal 2 days Fri 6/15/18 Mon 6/18/18
Research Planning 21 days Tue 6/19/18 Tue 7/17/18
Formation of Research Team 2 days Tue 6/19/18 Wed 6/20/18
Analysis of Research Requirement 1 day Thu 6/21/18 Thu 6/21/18
Identification of Research Questions 4 days Fri 6/22/18 Wed 6/27/18
Identify Scope of Research 4 days Thu 6/28/18 Tue 7/3/18
Estimate Research Timeline 4 days Wed 7/4/18 Mon 7/9/18
Allocation of Resources and Time for the Research 2 days Tue 7/10/18 Wed 7/11/18
Initiation of Research 4 days Thu 7/12/18 Tue 7/17/18
Research Development 26 days Wed 7/18/18 Wed 8/22/18
Determination of Research Problems 4 days Wed 7/18/18 Mon 7/23/18
Access to Necessary Media 1 day Tue 7/24/18 Tue 7/24/18
Access to Online Library 1 day Tue 7/24/18 Tue 7/24/18
Selection of Literary Sources 2 days Wed 7/25/18 Thu 7/26/18
Literature Review 4 days Fri 7/27/18 Wed 8/1/18
Collection of Necessary Data 10 days Thu 8/2/18 Wed 8/15/18
Collection of Secondary Data 5 days Thu 8/16/18 Wed 8/22/18
Data Analysis 8 days Thu 8/23/18 Mon 9/3/18
Analysis of Primary Data 4 days Thu 8/23/18 Tue 8/28/18
Analysis of Secondary Data 4 days Wed 8/29/18 Mon 9/3/18
Research Evaluation 13 days Tue 9/4/18 Thu 9/20/18
Evaluation of Data 6 days Tue 9/4/18 Tue 9/11/18

12
CONSUMER BEHAVIOUR AND CUSTOMER ATTITUDES TO BUYING MUSIC
Reflection on Research Undertaken 2 days Wed 9/12/18 Thu 9/13/18
Documentation of Learning Outcomes 2 days Wed 9/12/18 Thu 9/13/18
Issues Identification and Future Planning 5 days Fri 9/14/18 Thu 9/20/18
Research Closure 14 days Fri 9/21/18 Wed
10/10/18
Complete All Activities in Research 1 day Fri 9/21/18 Fri 9/21/18
Documentation of Entire Research 10 days Mon 9/24/18 Fri 10/5/18
Validation of the Research and Learning 2 days Mon 10/8/18 Tue 10/9/18
Team Sign Off 1 day Wed
10/10/18
Wed
10/10/18

13
CONSUMER BEHAVIOUR AND CUSTOMER ATTITUDES TO BUYING MUSIC

14
CONSUMER BEHAVIOUR AND CUSTOMER ATTITUDES TO BUYING MUSIC
References
Ahn, J. and Back, K.J., 2018. Influence of brand relationship on customer attitude toward
integrated resort brands: a cognitive, affective, and conative perspective. Journal of Travel &
Tourism Marketing, 35(4), pp.449-460.
Arli, D. and Tjiptono, F., 2016. Consumer digital piracy behaviour among youths: insights from
Indonesia. Asia Pacific Journal of Marketing and Logistics, 28(5), pp.898-922.
Arli, D., Kubacki, K., Tjiptono, F. and Morenodiez, S., 2017. Religiousness and digital piracy
among young consumers in an emerging market. Young Consumers, 18(1), pp.40-53.
Arli, D., Tjiptono, F. and Porto, R., 2015. The impact of moral equity, relativism and attitude on
individuals’ digital piracy behaviour in a developing country. Marketing Intelligence &
Planning, 33(3), pp.348-365.
Bacache-Beauvallet, M., Bourreau, M. and Moreau, F., 2015. Piracy and creation: The case of
the music industry. European Journal of Law and Economics, 39(2), pp.245-262.
Ballouli, K. and Heere, B., 2015. Sonic branding in sport: A model for communicating brand
identity through musical fit. Sport Management Review, 18(3), pp.321-330.
Bischof, S.F., Boettger, T.M. and Rudolph, T., 2018. The Peril of Surprises: How Risk
Influences Attitude Towards Product Subscription Models.
Borja, K. and Dieringer, S., 2016. Streaming or stealing? The complementary features between
music streaming and music piracy. Journal of Retailing and Consumer Services, 32, pp.86-95.
Borja, K., Dieringer, S. and Daw, J., 2015. The effect of music streaming services on music
piracy among college students. Computers in Human Behavior, 45, pp.69-76.

15
CONSUMER BEHAVIOUR AND CUSTOMER ATTITUDES TO BUYING MUSIC
Carlson, J., Rosenberger III, P.J. and Rahman, M.M., 2015. Cultivating group-oriented travel
behaviour to major events: Assessing the importance of customer-perceived value, enduring
event involvement and attitude towards the host destination. Journal of Marketing
Management, 31(9-10), pp.1065-1089.
Casidy, R., Lwin, M. and Phau, I., 2017. Investigating the role of religiosity as a deterrent
against digital piracy. Marketing Intelligence & Planning, 35(1), pp.62-80.
Casidy, R., Phau, I. and Lwin, M., 2016. The role of religious leaders on digital piracy attitude
and intention. Journal of Retailing and Consumer Services, 32, pp.244-252.
Culiberg, B., Koklic, M.K., Vida, I. and Bajde, D., 2016. Examining the effects of utilities and
involvement on intentions to engage in digital piracy. Computers in Human Behavior, 61,
pp.146-154.
Davies, C., Parry, G., Carruthers, J. and Kepple-Palmer, M., 2015. The epistemological
foundations of music piracy in the digital marketplace. Форсайт, 9(4 (eng)).
Dilmperi, A., King, T. and Dennis, C., 2017. Toward a Framework for Identifying Attitudes and
Intentions to Music Acquisition from Legal and Illegal Channels. Psychology &
Marketing, 34(4), pp.428-447.
Friberg, S. and Tu, F., 2017. Students' Attitude-Behaviour Gap: And the Effect of Corporate
Social Irresponsibility in the Fast Fashion Industry.
Green, T., Sinclair, G. and Tinson, J., 2016. Do they know it’s CSR at all? An exploration of
socially responsible music consumption. Journal of business ethics, 138(2), pp.231-246.

16
CONSUMER BEHAVIOUR AND CUSTOMER ATTITUDES TO BUYING MUSIC
Hampton-Sosa, W., 2017. The impact of creativity and community facilitation on music
streaming adoption and digital piracy. Computers in Human Behavior, 69, pp.444-453.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Hudson, S., Roth, M.S., Madden, T.J. and Hudson, R., 2015. The effects of social media on
emotions, brand relationship quality, and word of mouth: An empirical study of music festival
attendees. Tourism Management, 47, pp.68-76.
Jaafar, J., Kamarul Zaman, N.T., Adtrudin, K.F., Hasan, S. and Salleh, M.M., 2016. Critical
success factors of retail and wholesale industry: a case study. International Journal of Supply
Chain Management, 5(2), pp.94-100.
Jalilvand, M.R., Salimipour, S., Elyasi, M. and Mohammadi, M., 2017. Factors influencing word
of mouth behaviour in the restaurant industry. Marketing Intelligence & Planning, 35(1), pp.81-
110.
Myrthianos, V., Vendrell-Herrero, F., Bustinza, O.F. and Parry, G., 2016. How does music as a
digital service affect consumer attitude and behaviour?. Universia Business Review, 49, pp.182-
199.
Pai, C.L. and Chie, B.T., 2017. Illegal downloading of pop music among university students in
Taiwan: An agent‐based model simulation. Journal of Consumer Behaviour, 16(3), pp.197-211.
Parry, G., Bustinza, O., Vendrell-Herrero, F. and O’Regan, N., 2016. Internationalization of
product-service systems: Global, regional or national strategy?. Форсайт, 10(1 (eng)).

17
CONSUMER BEHAVIOUR AND CUSTOMER ATTITUDES TO BUYING MUSIC
Riaz, H., Ahmed, H., Akhter, D. and Hussain, M., 2017. The Impact of Emotional Branding in
Customer Buying Behavior in Soft Drink Beverage Industry of Pakistan. KASBIT Business
Journals, 10, pp.131-150.
Sharma, A., 2015. Subliminal perception: Conceptual analysis and its rampant usage in
advertisements and music industry. Indian Journal of Health and Wellbeing, 6(6), p.640.
Sundar, G.H., Ravindran, D.S.R., Helaney, S.S.K.M., Kumar, K.M., Gurusamy, S., Ajith, P.S.,
Harikumar, P.N. and Kakkakunnan, M.K., 2015. Music and Conviviality of Sales Personnel on
Consumer Behaviour: A Strategic Study with Reference to Retail Setting and Emphasis on
Gender difference 01. Music and Conviviality of Sales Personnel on Consumer Behaviour: A
Strategic Study with Reference to Retail Setting and Emphasis on Gender difference 01, p.1.
Wikström, P. and DeFillippi, R. eds., 2016. Business Innovation and Disruption in the Music
Industry. Edward Elgar Publishing.
Wong, C.H., Tan, G.W.H., Tan, B.I. and Ooi, K.B., 2015. Mobile advertising: the changing
landscape of the advertising industry. Telematics and Informatics, 32(4), pp.720-734.